Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

SEO: Search Engine Optimisation [Shared]

No description
by

Ali Alatas

on 8 December 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of SEO: Search Engine Optimisation [Shared]

SEO
Search Engine Optimisation
Search Engine Optimisation
SEO involves content strategies and ranking tactics to ensure that a website is accessible to a search engine.

SEO improves the
organic
ranking of a website.
Ways to Improve SEO
Long tail search phrases instead of single keywords
Using landing pages for each product or service
Focus your content on a single search term per page
Backlinks and internal linking
Page naming conventions
Footer links
Quality, unique, regular content
SEM Best Practices
Use highly targeted keywords
Measure the bounce rate of keywords used
Create multiple adverts for each group (A/B testing)
Use keyword matching rules
Create ads specifically for mobile devices
Send traffic to landing conversion pages
Increase ad-rotation frequency
Use negative keywords
SEO
Social Media Marketing
SMM focuses on efforts to create content that social media platforms that is designed to engage readers.

This is a form of “word of mouth” marketing and fosters brand awareness, improved customer service and creating a trusted online presence.
SMM Tips
Strategic Content
Quality over quantity
Scheduled consistently
Use journalistic approach to creating compelling content
Use a mix of original and curated content
Don’t sell - solve problems
Don’t put too many ideas into a post
Use lists and bullet points instead of paragraphs
Content Marketing
Google
Google
What's Going on Here
Algorithm Updates
Google constantly refines and updates the algorithm
500+ minor updates per year
3+ major updates per year
Visit
http://moz.com/google-algorithm-change
for detailed history
SEO Mythbusting
Pigeon
Meta Keyword Tag
Google completely disregards the keyword metatags
Google began ignoring them about 10 years ago due to keyword stuffing
Google does support other critical Meta information (we will discuss later)
Adwords Conspiracy
Your Content
It is never good to allow another website to re-publish your content word for word (even an authority website that ranks higher than you)
Google will likely rank that site HIGHER than yours
Ask for a intro paragraph and back link instead, thank you
Content Marketing
Back Links
Low quality and spammy back links can hurt your rankings
Avoid auto generated back linking software techniques
Avoid off-shore back link agencies (Avoid Fiverr!)
You can use Google’s disavow tool to remove any seriously bad links (pornography, etc)
Bounce Rate
Other SEO Non-Truths
Guaranteed page 1 rankings
The need for a SEO contract
I have a “special” relationship with Google
Google Business Partners have access to special tools
Google Business Partners have direct access to the Google developers
Tools
Website Access
To effectively manage your own SEO, you will need access to the site
Depending on who built your site, this may or may not be possible
If you host/manage your own website than you have everything you need
Web design agencies don’t like it when you ask for full access
Your SEO Toolbox
SEM is a broad term that includes any activity designed to advertise your content or business using paid results.
The major disadvantage to SEM is that it generally attracts lower quality traffic and leads.
Less than 20%
of website users click a Google Advert placing over an organic listing.
Start with the Facebook :)
One platform at a time
Always respond to comments
Join conversations
Promotions and give aways
Don’t sell!
Annoying salesman analogy
Be consistent with posting times and use scheduled posts
Visual content 2-3 times more engagement
Content Marketing is a method of attractive customers by consistently publishing relevant, interesting and unique content.

It is designed to change consumer behaviour by focusing on
giving value and not selling
directly.
Just
"Google"
It
Google is the western worlds most popular search engine.

It uses more than 250 unique signals to allow it to guess what someone is looking for.

SEO is the process of
understanding these signals
, and designing content that matches it, so that Google favours your content over your competitors.
Keyword
used to indicate a type of search to Google. Long tail searches usually mean more likely to BUY something, so yield commercial results more than a generic term would
7 Pack
listing shows only Google+ profiles and includes user review
Organic
rankings. These are the prized rankings. They attract more than 80% of the clicks on this page. Very very few people go to page 2, or 3…
Map
is displayed due to the fact the search included a recognisable location
Take note of the
Reviews
being embedded directly into the results. These are Google+ user reviews.
Pigeon update focuses on Google+ profiles and user reviews
Change in the number of results being shown on pages
Reduction in duplicate results
More scrutiny on the quality of social media content
The Dirty Laundry of the SEO Industry
Running a Google AdWords PPC campaign does not directly affect your organic rankings (postively or negatively)
Google’s Algorithm does not include a reference to AdWords (it ignores it)
However, the low quality traffic often generated from those extra visits can have their own consequences
Content marketers claim that SEO is dead, and it’s all about creating engaging content
You can’t create “SEO Proof” content
Creating content is a part of SEO and you need to focus on all of the factors that affect rankings (hundreds of them)
Blogging and social media alone are simply not enough to dominate search results
While there is no direct correlation between bounce rate and rankings (it’s not a part of the algorithm), it does affect your rankings
Think of your bounce rate as an overall “health” meter
A bad bounce rate indicates problems with your content
Problems with your content usually mean lower rankings :)
To Build A House You Need More Than Just A Hammer

To SEO You Need More Than Just A Website
(note you will need full access to the site - CMS and FTP)
A website :)

Google Account
Google + Business Page
Google Analytics
Google Web Master Tools
Google AdWords
Disclaimer:

For this presentation I have included some specific software solutions.

I receive no financial benefit from these recommendations.

You should research your own solutions as thousands exist
*Rank Tracking Software
*Website Auditor
Google + Business Page

google.com.au/business
Click “get onto Google” to start the process
You’ll need a real address for best results
Verify ownership (2-4 weeks for mail to be sent to you)
Welcome to Google’s version of Facebook!
What Does It Do?

google.com.au/business
Curate and publish content
Add people and businesses to your circles to create a network
Receive user reviews which show up directly in Google search results
Google Analytics

google.com.au/analytics
Create an account
Get the code
Install it on every page of your website
Be sure to enable demographics if you want them
What Does It Do?

google.com.au/analytics
Gives you detailed traffic metrics including:
Visitors
Time spent on site
Entry and Exit pages
Demographics
Bounce rates
Lets you MANAGE your website
google.com/webmasters/tools
Create an account
Add your website
Verify ownership (should be easy if you’ve done Analytics already)
What Does It Do?

google.com/webmasters/tools
Gives you detailed information on what search terms are being used (without “not provided” like Analytics)
Alerts you to major issues
Gives you SEO tips and suggestions
This is a diagnostic tool
Google Adwords

adwords.google.com.au
Create an account
Create a quick 1 cent campaign
Cancel the campaign
Get access to the Keywords Tool
What Does It Do?

adwords.google.com.au
Allows you to create PPC ads
Keyword Tool is the most useful part of this suite
Research keyword efficiency by understanding search volumes and competitiveness
Rank Tracking

authoritylabs.com
Commonly called SERP (Search Engine Ranking Performance)
Free trial
Cloud systems generally better than installed software
You can Google other software - there are LOTS of them
What Does It Do?

authoritylabs.com
Simply tracks your average ranking for given keywords over time
Graphs the results
Shows trends
Takes out a lot of manual time consuming work
Great for management reports
Website Auditor

link-assistant.com/website-auditor
Deeps scans your website
Removes many hours or tedious, manual review
Still needs to be read and interpreted by a person with SEO knowledge
Identifies problems
What Does It Do?

link-assistant.com/website-auditor
Optimise your website coding
Optimise your content
Understand where to place links
Resolve negative SEO factors on your site
Finds duplicate content
Reports meta tagging problems
Google Account
accounts.google.com/signup
Keep it generic for the business
Avoid using your personal account as it’s not transferable
Google account is free of charge
DIY SEO CAMPAIGN
SEO’S GOLDEN RULE:
1 HOUR PER MONTH PER KEYWORD

SEO Process
Google Analytics
Look for your top conversion pages and paths
Monitor keyword bounce rates and include in your SEO strategy
Monitor for intelligence events (sudden increase in traffic, etc)
Set up weekly snapshot email reports
Review in detail regularly
Analytics
Pageviews
Analytics
Pages / Session
Analytics
Avg Session Duration
Analytics
Bounce Rate
Analytics
Pro Tip: Verify Bounce Rates
Analytics
Pro Tip: Verify Bounce Rates
Analytics
Pro Tip: Verify Bounce Rates
Analytics
Pro Tip: Verify Bounce Rates
Pageviews
Analytics
% New Sessions
Analytics
Organic Search
Analytics
Direct
Analytics
Referral
Analytics
Social
Analytics
Cross Reference Your Data
Analytics
Keywords: Paid
Analytics
Bounce Rates for AdWords
Analytics
Keywords: Organic
Analytics
Keywords: Organic (not provided)
Analytics
Behavior Flow
Analytics
Site Content: Exit Pages
Analytics
Average Page Load Time
Page Timings
Analytics
Google Webmaster Tools
(GWT)
Add your website and verify
Check configuration
Submit a sitemap
Monitor and manage sitelinks
Disavow bad links
Review incoming search queries
Review keywords
Fix Malware & Errors
SERP
Track where you appear in Search for any keyword
Track your competition
Scheduled reports
Graph the results over time
Gives you a simple to understand “guage” of your overall SEO efforts
Audit
Audit (deep scan) all on-site optimisation factors including:
Broken links
HTML errors
Duplicate content
404 error codes
Non-indexed pages
Missing titles
Missing descriptions
Search engine cache dates
Analyse competitor content
Keyword optimisation scores
Keyword Charades
A quick demonstration to help you understand how Google uses Keywords to understand what your website is about.

It’s keywords charades.

Guess my topic…
Water
People
Glass
Chair
Parking
Salt
Talking
Music
Pepper
Menu
Waiter
Knife
Food
24 hours
Service
BYO
Keywords
Water
People
Glass
Chair
Parking
Salt
Talking
Music
Pepper
Menu
Waiter
Knife
Food
24 hours
Service
BYO
Keywords
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Analytics
Competitor Keyword Research
Optimise
Optimise your content by including the primary and supporting keywords
Get a copywriter to “masage” these into your content
Optimise a single page for one primary keyword only
Optimise all the meta information for that primary keyword
Blogging
Write a blog for a primary keyword (350+ words min)
Optimise by including the supporting keywords
Write it as a “Question” and “Answer” style
Use lots of bullet points
Use images, videos and infographics
Social
Share your blogs
Don’t post the entire blog
Introduce it and link to it
Don’t tweet links to your own blogs (considered bad practice)
Each social media network has it’s own etiquette and best practice
The point here to get eyes on your website and generate good links
Audit
Remember Google hates low quality back links (Penguin update)
Use anchor text, title and alt
Check domain authority of sites which you want to be linked from
Comment on other people’s blogs and include a link if relevant
Check links for “do not follow”
Start relevant conversations on forums
Link to your blog in email signature
Exchange links with like websites
Write controversial posts on social media to stimulate discussion and include links to your article
Use April Fools method to generate interest (Facebook plans to start charging $2 per month always works)
Optimise
SEO is an ongoing process
Repeat the cycle every month
Keywords change - especially supporting keywords so keep an eye on them
Watch what your competition is doing
Publish great content
SEO
Final Tips
and Advice
SEO needs at least
1 hour per month per keyword
of work
Reduce the amount of
javascript
and keep your site simple
Focus on
quality content
published regularly
Build internal
hyperlinks
and curate good quality external ones
SEO Tips
SERP goes up and down - look for the
trend
line not daily rankings
Each page should have a
unique primary keyword
focus
Fresh content
(regularly) helps a lot
Focus on
long-tail searches
not short generic ones
Don’t
over optimise
or keyword stuff
Check for
WWW redirect
Optimise HTML
and CSS code
SEO is ongoing
- not a once off
Check all your
meta
Monitor service performance for
slow loading pages
Questions
Thank you for your time and attention. Are there any further questions?

I’m happy to take questions by email:
adam@ozwebshop.com.au


Connect with me:
www.ozwebshop.com.au
http://au.linkedin.com/in/adamguerin
Adam Guerin
First website in 1998

1000’s of websites built

10+ years of SEO exp

10+ years of training exp

Approved and recognised trainer for Australian Government Digital Enterprise Program
https://au.linkedin.com/in/adamguerin
Workshop Outline
What is SEO, exactly?
Internet Marketing
Google
Myth-busting
Tools
DIY SEO Campaign
What is SEO
Search Engine Optimisation
It’s a race between you and your competitors to get the first place spot in a search engine
You are not fighting Google
Your are fighting your competitors
When you reach first place you need to keep going or someone else will take the lead
It’s a marathon race with NO ending, ever
Sounds like fun?
SEO
What is it exactly
4 Pillars of SEO
While there are hundreds of individual factors that influence SEO, it can be seen from a distance to have 4 main pillars:
PERFORMANCE (incl traffic)
LINKS (quality and quantity)
SOCIAL (brand and sharing)
CONTENT (blogs and keywords)
?
But There's More!
Internet Marketing
Workshop Goals
Internet Marketing Overview
Search Engine Optimisation (SEO) Search Engine Marketing (SEM)
Social Media Marketing (SMM)
Content Marketing
Search Engine Optimisation
This workshop focuses on practical things you can do to manage your own campaign. The outcomes will be:
Understand what SEO is
Know how to DO SEO
Be able to measure and report on the effectiveness of the SEO
A Quick Overview
Back in the stone age, people used to go to phone books to find things.

Now people go to
Google.
Full transcript